All brands and companies wonder how to market to different generations on social media platforms. Marketers see great opportunities in reach and relevance in terms of the content, the data and the insights around consumers and customers. No wonder, as there are over 2.3 billion active social media users globally across various platforms. Almost 9 out of 10 Millennials (87%) are connected with brands and their families and friends via social networking.
Although the social channels are becoming more and more a paid media, the most important message to all marketers will be to listen to their customers and to engage when they are active in their social worlds. In which way a brand is then capable of personalizing and individualizing messages and content is on a different page. So, it will always stay a balance between paid and organic content that brands need to deliver to their customers.
However, the main challenge is to understand on which platform which target group wants to be addressed in which way. What kind of content do you need? How do these people engage? And why for brands Twitter or Instagram might make more sense than Facebook and Pinterest in talking to some of the generations.
Check out the infographic by Webpage FX and get some interesting insights in audiences on major platforms. BTW: It’s a shame that LinkedIn often gets forgotten in these overviews…
When it comes to social selling, many companies and brand believe that content marketing is the secret sauce. But content marketing is not a lead engine when not controlled, qualified and distributed properly. A recent report by Beckon states that the average amount of image and video content from brands created and posted tripled since 2015. But not for the good.
The report finds that 90% of consumer engagement like Likes, shares and comments was generated by only 5% of that branded content. „In other words, 19 of 20 pieces of content pieces get little to no engagement,“ it concludes. Considering all the buzz around content marketing that we could hear at digital events like dmexco, these numbers are quite interesting. And the doubtful success some companies pretend to have with it raises the question if marketers are not trying to sell too much with content marketing as Mike Templeman suggests in his latest article on Entrepreneur.
Beckon also shows that the volume of content from some brands is incredibly high. The data service company tracked 29,000 and 50,000 individual pieces of content by each one brand. It becomes clear that companies are wasting content and obviously do not know how to make most out of it. The data of the insights for the report was collected from companies like Coca-Cola Co., Gap, Microsoft, HP, Reebok, and others that Beckon is working with.
Beckon CEO Jennifer Zeszut states in an interview that some brands seem to have the primary key performance indicator (KPI) on content to generate more of it. Obviously the study proves that case with the numbers.
The reports claims that the value of paid versus owned media seems to be unbalanced which seems to be a proper explanation considering how social networks are changing today and becoming more of paid media platforms. Furthermore, the report finds that there is just a 7% increase among its clients in paid or so-called „working“ media. Compared to that nonworking spending of their clients increased by 50% year over year, it shows how uncontrolled the budgets are spend in content production.
And despite the fact that programmatic is not everybody darling, the Beckon findings showcase that digital media bought programmatically by their clients generates twice the return on investment of other digital buys. However, just about half of measured digital spending was bought programmatically.
But the question is why this content is not triggering engagement. According to Beckon, often the lack of quality control at companies is a challenge. Many content teams simply overlook the content process by delivering guidelines and checking the produced quantity of content. However, they lack on proper content delivery and distribution. Content marketing is nice tactic but you need to know how to leverage social selling properly with the right strategic KPI set. Then content marketing gives you the right business impact.
The popularity of messaging apps is increasing. Whether it is the Facebook Messenger where all companies hope for the latest secret sauce on messenger bot technology or Line and WeChat which already offer company profiles. It becomes very clear that messengers are different in terms of functionality, technology set-up as well as the value for brands and companies. Very often in seminar that we hold these days, messengers get mixed up with social networks, and the functionality is not very much clear to marketers. Understanding the differences and the opportunities for brands has become really challenging for them. And knowing which messenger apps are used in which countries and regions will make the lives of marketers easier.
Therefore, the team at Forrester has created a report called „The Future of Messaging Apps„. The report offers a simple overview of the most important facts around messaging apps, user figures and above all summarizes the opportunities for companies as Marketingland summarizes it. And although the world and marketers get mad around Snapchat, the overview states that seven out of ten leading apps got more users than the „yellow messenger“, and also Viber, Kik and Line get more ground and challenge other platforms like Skype which was leading not so many years ago.
The evolution of messengers for brands is interesting to have a closer look at. Unsurprisingly, Asian messengers are leading. WeChat already has got some 10 Mio. company profiles, and even Line has got 2 Mio. of those already. Although Line is not familiar to many brands, they have turned around 1,1 Mrd. USD already ($ 224 Mio. via Stickers which seems to be a good monetization strategy). The messengers Kik (also offering ad opportunities for brands) and Telegram started their own Messenger Bots. On the other side, we realize that WhatsApp is starting to approach companies these days to elaborate on business requirements. So, it will be interesting to see what kind of brand solutions they are coming up with in the future.
Please find the overview in a graphic as follows…
Pokemon Go is in everybody mouth these days. And many marketers are asking how to leverage the mobile app game for their business purpose – especially small and local businesses.
Just lately, the team from Slant Marketing came up with some data that shows how businesses can use Pokemon Go players for their own business – and if it is only food traffic from players that still realize the world around them.
The survey of Pokemon Go players shows that an incredible figure of 82% of those mobile players have come to visit a business when playing the game. Business that managed to „lure“ players in their shops were lucky. Quite a significant number of those players stayed at that particular business longer than others.
The research data also reveals that Pokemon Go players behave like nomads. Over half surveyed (51%) answered they it was their first time that they visited the shop or business when using the app. So, Pokemon Go can become a real lead generator if used properly.
According to the data, almost three out of four Pokemon Go players (71%) replied they came in the local store as it was close to a PokeStop or Gym. Meaning that locations stored in the game attract players to come in the stores, very often these shops were small local businesses.
But the results of the Pokemon Go players also show a great opportunity of local business compared to the national chain stores. The study states that more than one in two players (56%) visited a local business when playing Pokemon Go. So, just the chance of catching some creature of the Pokemon Go game makes people come to the local stores.
We are sure that Pokemon Go is just one of those new game trends that mix real and virtual worlds in a mobile app or device. And that it is only a trend can be seen in the development of the app stores that have taken away the leading position of the mobile game in app stores lately as of poor monetization. Still, augmented and virtual reality opportunities for businesses have just started, and especially local stores should pay attention to mobile opportunities like Snapchat, Instagram or Pokemon Go.
The infographic of the Pokemon Go user study can be found here…
Social selling is a team sport
The sales team impacts all departments of an organization, including client success, product and IT. But arguably the place where sales – and social selling – has the greatest influence is on the marketing team. And vice versa.
According to Sirius Decisions, 58% of marketing and sales teams say they are seriously misaligned. Some of the repercussions of a sales-marketing duo with no alignment? Lost leads, bad content and blind decision-making.
Sales and marketing teams need to get on the same page to ensure efforts aren’t going to waste (and feelings aren’t getting hurt). To be successful, sales and marketing must focus on 3 key aspects of a strong social selling initiative:
A crucial aspect of social selling is the sales professional’s ability to provide valuable content – articles, white papers, videos, podcasts and more – to prospects in their network. Misaligned marketing departments can spend time and resources creating content for sales, but it is useless if the content doesn’t meet the needs of the prospect or if sales can’t even find it.
How do you fix it? By understanding the buyer’s journey, sales and marketing can together determine what types of content fit best for prospects at different levels of the funnel. Then, marketing can curate a database of content that is easily accessible and relevant for salespeople to use throughout their process.
Implementing a well-run social selling program provides the sales organization a predictive, guided approach to everyday sales. In an environment where nearly 60% of the B2B buying process is done by the prospect before they ever speak to sales, reps need guidance on how, when, and where to connect on social networks. Marketing and sales need to understand and agree on their buyer persona so marketing can provide the resources that will guide sales to success.
How do you fix it? For social selling to become part of a sales professional’s everyday process, it must be easy for them to identify the best way to engage with prospects online. Marketing and sales must collaborate to identify the ways in which their buyers navigate the buying process. This enables marketing to develop relevant campaigns and channels for sales to leverage in their social selling practices, resulting in the most important aspect of all…
Too often, misaligned sales and marketing teams hurt themselves and end up doing more work when they let good leads slip through the cracks. Whether it’s marketing campaigns missing the mark on the right buyer, or sales failing to follow up on solid marketing leads, it’s a lose-lose situation.
How do you fix it? First and foremost, clearly define what each team will commit to accomplishing in order to support each other. As the saying goes: Build the social selling process, and the leads will come. When marketing provides sales the resources and tools to become problem-solving thought leaders in their networks, everyone wins.
„Never leave Social media to marketing alone. Marketing spreads the brand and product messages. Sales plants conversations, seeds solutions and harvests on needs.“ (Martin Meyer-Gossner on Social Selling)
This is a guest blog post by PeopleLinx CEO Kevin O’Nell. PeopleLinx helps B2B enterprise sales teams activate socialselling with individualized guidance.
They blog from the first row at catwalks. They share cool design gadgets on Instagram. They strike a pose with a selfie in front of 5-star hotels on Pinterest. And, they record „Let’s plays“ for Youtube while testing the latest computer games. The one thing they have in common? They are online influencers. A digital species that challenges and changes the marketing world of models, testimonials and the publishing industry.
According to an annual Nielsen study, it is a common knowledge that people trust most in recommendations of people they know. In the past, marketers put models or celebrities in this „recommendation seat“. It was meant to address two benefits: Brands intended to grasp some of the consumers’ attention by trying to hitch-hike on the wave of VIP awareness and public relevance. And, they used the reach of magazines and the trust those public voices had for the people.
It seems to me that the tables are turning now, and marketers have to rethink their brand extension strategy.
1. Models – the personalization dilemma
When using models, brands couldn’t tell exactly which audience they were addressing. It was a marketers’ and model agent’s best guess which model fits which brand. However, a model does not have a transparent target-group. They are just faces without any open address books or lead list.
Social influencers are their own agents. Their content markets their personality, their personality defines their content, their reach expresses their quality. They have got fans, followers, and friends that everybody (not only when following them) can see. A clear defined and dynamic target-group that is commited to them and engages with them on a regular basis. What they say gets read. What they state is trusted. In fact, their consumer opinion becomes one of the most trusted sources that people believe in – more than traditional ads of any kind.
Just imagine the influence on purchase intent, when an influencer is posting online to a large audience of friends and fans. Social influencers are perceived of their active and growing audiences as „more real“ than models, somehow even as „friends“.
But also the traditional model business is affected by the upcoming influencer trend: Previously interchangeable and relatively anonymous faces are now increasingly becoming personal brands thanks to their personalized Instagram and Snapchat channels and/or (mostly fashion- and beauty related) blogposts. Consequently, numerous models with significant reach are also acting as influencers to their audiences.
2. Testimonials – the authenticity dilemma
Testimonials need to match brand authenticity and follow the brand message in order to become valuable for marketers. Serious investment in dollars does not allow a testimonial’s mistake. Contracts are long-term and include testimonial involvement not only in all brand campaigns but also in personal PR and marketing engagement during the contracting period.
Money counts for testimonials – as much as monetary rewards do for online influencers. This is definitely true for the fashion and beauty industry, states the „Fashion & Beauty Monitor“ report in partnership with Econsultancy named „The Rise of Influencers„. However, three out of five surveyed influencers believe that the „relevance of brand in relation to own area of expertise „is essential when collaborating with marketers. Influencers are very well aware of their personality as brand that has to be secured and consequently, they do not sell everything just because they are asked to. Of course, this in return means a certain loss of control for marketers when working with powerful influencers. Just to state an example, years ago, I offered MINI a cool opportunity to collaborate with me. I fear the idea never reached the BMW four-cylinder tower – perhaps for fear of losing brand control?
Think about it: How authentic can testimonials be that are selected by brands as of their popularity in sports, fashion and lifestyle? Testimonials sell their media value. On the contrary, engagement with influencers can only work when brands do not act too commercial with them and meet their personal authenticity. Social influencers are personal brands; authentic brands that companies can collaborate with.
3. Publishers – the relevance dilemma
When content from influencers gets more attention (and is trusted more) than content from advertising, relevance becomes a critical tipping point. For years, marketers and PR experts were convinced that „serious“ traditional publishers are more relevant to readers than bloggers or any other form of social media active people. Thus, they invested serious dollars in brand building activities with the publishing industry. Today, these very media houses are approaching influencers to increase their declining media value.
A recent study by Collective Bias shows that content from influencers is viewed for more than 2 minutes (which is 7 times longer than the digital display ad average with a view time of just 19.2 seconds). Plus the relevance of someone’s personal opinion -whether rating, recommendation or review- has become of high value for consumers. Now if content from an influencer is relevant and perceived as being „authentic“ , publishing is facing serious competition in the future.
However, relevance needs to meet relevance both ways. Just putting brand messages into the mouth of online influencers won’t accelerate a brand’s value. In order to become relevant to an influencer and his or her audience, a brand needs to be „love-brand“ in a social influencer’s mind. If not, the influencer will be perceived (and probably also act) like a traditional publishing product without a media-kit.
Solving the dilemma – budget and advertising strategy
The world of testimonials, models and publishing is changing with the rise of influencers.
More and more companies and brands start working with social influencers. I personally doubt that they will completely replace models, testimonials and publishing houses, but the future will tell. However, the world of recommendations will be redefined by a new species.
According to a recent #BrandofMe study, brands invested 1 Bio. USD in 2015 in influencer programs on Instagram only. Influencers earn between 500 and 10.000 USD per Instagram photo or Youtube video – obviously depending on their media reach. Which means that some influencers get paid as much as some publishers for their ad space. A lot of budget that moves away from traditional brand building worlds.
The question is what values more to brands in terms of business impact: tradition or progression. But that question can only be answered when brands understand the power that online influencers can have on and in the sharing economy.
Gambling is a competitive industry just like any other and as with other industries advertising campaigns can be the key to a site’s success. There are many different incentives used by those in this sector to entice in new players and make themselves stand out.
One of the most prolific deals that gambling sites extend to their public is a bonus, whether it’s totally free or comes with a deposit. These work particularly well as it is seen by many as an equivalent to free money to use however they please and works as an excellent incentive.
Another way that sites can get players in the door is by creating a theme that’s on trend. This could be anything from a movie to a character and online casino sites that will be opened in 2016 or those that already exist are using this to its full advantage. This tactic taps into an existing fan base and combines recreational gaming with a concept that players already know they enjoy. Branded slot games are a growing trend because of this, as players see a movie that they enjoy reincarnated and can’t wait to take it for a spin. This also helps the site seem more personable and friendly, especially if they use a mascot.
Being social with players gives another boost to the ranks of a casino. As we all know social media is an excellent way for brands to reach out and be seen by a wider audience. The use of incentives by online casinos also helps when using Facebook, Twitter and Instagram as they can boost posts that offer the best deals.
Television advertisement is a medium that never grows old and many gambling sites now rely on creating an eye-catching advert. This can be a little trickier than advertising online however as there are governing bodies that must review these adverts.
The need to drive traffic to a site is felt by every business on the internet and these are just a few ways that gambling sites manage this flow. They still rely on basic advertising principles but they are tailored to the market.
One of the questions, consultants get asked day in and day out is: „What are the latest tools we could use to boost our lead generation and accelerate lead management?“ Being in the sales environment for almost twenty years, I have seen a lot of tools coming and going: From Excel to Goldmine, from Plaxo to SugarCRM, and from ACT! to LinkedIn Sales Navigator.
As for all marketing technology, the business impact and the value for the sales results always depends upon various factors like people, process and prospects. However, some tools have proven to become more successful than others lately – depending on where in your pipeline they might come up and drive your sales people to some unknown height.
The team at KeyReply have come up with some interesting infographic that highlights some of the latest cool tools and where they perform best in the sales pipeline.
maybe this already helps you to save you from your next RFP. In case you need some more information on the definition of the funnel stages, check out the original post from KeyReply here. And if you need some help in understanding the value of some of those tools for your social selling strategy, feel free to get in touch.
According to some infographic from McKinsey&Company successful digital marketing can boost their marketing effectiveness by 15-25% if they use the following five components of marketing operations. So, if your company wants to beat the competition, you better follow the advice to implement these five important components.
Here is just some remarks from our consulting business to why those topics might be of relevance to your digital strategy…
1. Customer Insights
Many companies still have not yet implemented a real web analytics or a social media monitoring tool in order to understand the inner and outer impact of consumer demands and reactions.
2. Customer Experience
Market research and product marketing often pretends to know what needs to be build, produced or offered. However, reality shows that often consumer expectations and company opportunities lack the match. Often companies lack the alignment with sales and marketing.
3. KPIs and Measurement
Understanding what makes consumers, companies and decision makers purchase a product or service is aiming for predictive analysis and forecasting when focusing on ROI. Still, KPIs need to be realistic and often lacks the knowledge of what technology is capable of.
4. Marketing Technology Infrastructure
The real bottleneck of digital marketing these days. As of the big marketing technology landscape and a grown intern technology infrastructure, technology decisions are very often a shot in the dark.
5. Process & Governance
Generating real benefit from technology is depending on the right people who get the appropriate training und understanding for the tools‘ capabilities. And as people are often not used to those modern tools and how to use them, they want a (brand) governance (and compliance frameworks) which keeps them in their seats.
One of the latest reports around social media tells us that measuring ROI (60%) is still the most challenging aspect for marketers when facing all their social media efforts. This is the main message from a report by Simply Measured and TrustRadius.
The findings that are based on some survey data from almost 600 social media practitioners between February and March 2015 also show that other top challenges are tying social activities to business outcomes (50%), developing a social media strategy (48%), and securing enough internal resources (40%).
Although the main message is clear, there are some small variances between company sizes when separated int small businesses (1-50 employees), midsize companies (51-1,000 employees), and enterprises (more than 1,000 employees). While smaller companies struggle setting up and developing their own social media strategy, enterprises are trying to secure enough internal resources to master their social media efforts.
The integration of social media into the overall business is also a big way to go obviously. First of all is the alignment of social media goals with the overall business goals not fully connected. But even more challenging is the question whether all the efforts generate some business impact. Many marketers are working intensely with data and analytics to optimize their marketing strategies but the proof seems not yet been given.
Maybe this is all based on the missing tool strategy, which is also one of the major findings of the report (not surprisingly based on study makers). How to manage and measure social media activities, is often not a question of whether companies know the tools but still they are predominantly sourcing the monitoring out for example, and then wonder why data gets not interpreted properly. Also, some are not happy with their tool choice.
The findings are not surprising when the targets from all three company sizes is brand awareness. Still, companies should be able to better understand KPIs in the social selling process. It seems that companies and brands still have not yet understood the value of a friend, follower, LIKE, share or a comment. Furthermore, they still do not have the opportunity to link their data findings and their social media engagement back to some CRM database in order to leverage data sets around their customers. Furthermore, the missing social sales strategy combined with a clear lead processing and management is essential, and most companies do not have an answer here. Obviously, a lot of support in the social media set-up is still appreciated.
Not? Then tell us what you think…